期刊名称：International Journal of Management Science and Business Administration
电子版ISSN：1849-5664
出版年度：2017
卷号：3
期号：2
页码：17-30
DOI：10.18775/ijmsba.1849-5664-5419.2014.32.1002
出版社：Inovatus Usluge Ltd.
摘要：Findings from both virtual brand community (VBC) behaviors provided a good reference, which informs a strategic direction to boost brand performance.The results examined different motives, which were likely to promote VBC participation, and were extended to the degree of VBC engagement.Both passive and active engagement results varied across community types, yet they both created significant brand loyalty and satisfaction providing theoretical and managerial implication into branding literature.The findings from this study offered interesting attention toward the two adopted online engagement behaviors.Passive participation is partially contributed to providing marketing managers a general overview about the nature of lurkers, while active participants have the potential power to convert passive members into the active ones.
关键词：Virtual Brand Community (VBC); Passive Behavior (PB); Active Behavior (AB); Brand Loyalty (BL); Brand Satisfaction (BS)
